The Objective

Domino's wanted to reach out to the cosmopolitan Chennai audience in a market affected by CAS (Conditional Access System). They briefed us to help them reach out to those consumers who could not watch their campaign on special interest channels since these are pay channels and have very few subscribers. We had to generate awareness for their special offer for Chennai.

The Solution

We had to devise communication targeted only to Chennai. www.chennaionline.com was chosen because of its focused traffic and cost effectiveness in this low budget campaign. The special offer of 'Meal for 2 for Rs 150' was promoted only through www.chennaionline.com to measure effectiveness of the exercise & hence the medium. We used the homepage shoshkele for maximum impact.

The Route

A regular homepage shoshkele would simply state the offer upfront and ask the consumer to call Domino's immediately. However, we chose to do this 4-week campaign in 2 parts. The first week began with a teaser that let the consumer uncover what the offer is all about, followed by more direct communication in the subsequent weeks.

The teaser used an intriguing initial question in order to captivate the target audience. An old mental math puzzle was used with a modern twist, as South Indians are known for their liking to mathematics. It finally led to the offer. The consumer had to complete the interaction within the banner itself.

The following weeks simply reinforced the message since the website had a dedicated audience who would have seen the teaser in the first week.

The Results

Over 700 pizzas were sold. This offer was promoted only through the online medium. No other media were used and there was no mention of this offer on the menu at retail outlets.